Case Study: Hawaiian PunchHow would you characterize the U.S fruit juice and juice drink category? The U.S. fruit juice and juice drink constitutes of 4.7 of the total 185.5 gallon of beverage consumed annually. These corporates four distinct varieties of fruit juice and juice drinks; 100% juices which may be either be 100% made from fruits or 100% made from concentrates. 100% juices form the largest share market with its share capital comprising of 54.9% of the total fruit drink and juice drink; the other is nectars which comprises of from 25% to 99% fruit juices and is manufactured from concentrated juices or fruit pulps. Nectar accounts for 6.1% of the total fruit juice and juice drink market; juice drinks that comprise of up to 25% juice and; fruit-flavored drinks which contains no juice content. Fruit-flavored drinks are the lowest ranked in terms of market share in the fruit juice and juice drink market with 5.3% of the total share.

How would you characterize the competitive position of Hawaiian Punch? Hawaiian Punch faces seven major competitors in the fruit juices and juices drink categories, the PepsiCo, Coca-Cola Company, Kraft Food, Sunny Delight, Cadbury Schweppes, and Welch. Of all its competitors, Hawaiian Punch is a strong competitor forming 55% of the total sales. This ranks Hawaiian Punch as the top ranked consumer fruit punch drink in the United States economy. Consumers also have confidence in Hawaiian Punch as the product has established a strong market base with a reputation of 70 years in the market. Hawaiian Punch due to its long history has 94% consumer awareness of the product. To keep up with the competition, competitors employ innovation methods as introducing new flavors, repackaging and advertising. Advertising has formed the main focus for competitors with spending on average 24 cents on every case sold on advertising. Competitors also apply persuasive methods as portraying the benefits of their products to personal...

YOU MAY ALSO FIND THESE DOCUMENTS HELPFUL

...for Hawaiian Punch. By 1999, Cadbury Schweppes/PLC acquired all rights to Hawaiian Punch from Proctor & Gamble. Since the acquisition, Dr Pepper/Seven Up, Inc., the third largest soft drink manufacturer in the United States, distributed the brand through its bottler network in the carbonated soft drink aisle or location of the supermarkets and other retail outlets. Hawaiian Punch was the only brand marketed by Cadbury Schweppes that employed two distinct and separate manufacturing, sales, and distribution networks to stock and serve an identical beverage for the same retail customer.
Problem Definition
To prepare the 2005 Hawaiian Punch business marketing plan.
Analysis
As mentioned before, Cadbury Schweppes employs two distinctively different networks. Before preparing such marketing business plans, we must evaluate the differences among the two different networks. First we will evaluate the Finished Goods (FG) network and then the Direct-Store-Delivery (DSD) network.
The finished goods network operates as follows. Cadbury Schweppes manufactures the juice drink, and then packages the product into 1-gallon, half gallon, and 6.75 ounce single-serve pouches. After the packaging is complete, the product is then shipped to warehouses and distribution centers for delivery to supermarkets and other retail outlets for sale in the juice aisle of supermarkets.
The Direct-store delivery (DSD) manufacturing,...

...I. Factual Summary:
• As July 2004, Hawaiian Punch is the number 1 fruit Punch drink sold in the America.
• Cadbury Schweppes Americas Beverages was formed and include brands, PLC – Dr. Pepper/Seven Up; Snapple Beverage Group; Mott’s and Hawaiian Punch.
• Hawaiian Punch was aquired from Procter & Gamble in 1999, but since has been distrubated by Dr. Pepper/Seven Up, Inc.
• The Hawaiian Punch product line in 2004 currently has 11 flavors with Fuit Juicy Red, the original flavor, being the most popular.
• Hawaiian Punch’s major competitors, The Coca-Cola Company; Pepsico, Inc.; Kraft Food, Inc.; Ocean Spray Cranberries, Inc.; Sunny Delight Beverage Company; and Nestle USA on average spend $0.24 per case sold on cosumer media advertising.
• Hawaiian Punch spent approxinately $2.2 million on media advertising total. This accounts for 1.02% of Total All Media Expenditures by its competitors
• The Hawaiian Punch Manufacturing, Sales, and Distribution rely’s on two networks. The finished goods and the direct-store delivery.
• The Finished Goods Network consists of 63.7% of The Total Case Volume sold by the Hawaiian Punch Trademark. The direct-store delivery consists of the remaining 36.3%.
• The Finished Goods accounted for 83.4% of Gross Sales Volume, while the Direct-Store Delivery made up the remaining 17.6% of the total $292,460,214 of total Gross Sales...

...﻿1. –People didn’t bath and most of them didn’t even know what bath is; most households used “privy-pails” instead of water closet; sewers had flat bottoms and drains were made of stone, so the seepage was considerable.
2. –The ground is all muddy and not paved. The street is overcrowded so disease can spread quickly. People throw wastes out of their privy-pails into the street. The children are playing in the mud. The clothes are hanging out of the window and people wash the clothes using the dirty water. One person is carrying a coffin which represents that death is very common in this filthy place.
–Yes. The Punch Magazine was a well-known publication. The picture looks like poor districts in London in 1850s. The poor areas were crowded and people empty their privy-pails into the streets.
3. Yes, no doubt. The over-crowded situation in the picture explains why cholera spreads so fast. Because people emptied their privy-pails into the street, the smell in the street stinks. There is mud in the picture.
Questions:
4. –The picture shows a skeleton, which represents death, dispensing water to people of different ages. There are three children with two jars and a bucket. A woman with a jar is waiting for her turn to get the water. A man is drinking the water in his tea cup.
–The message of this picture is that the water people are drinking will kill them like poison. The children, women and men have to drink water to survive. However, if they...

...Marketing Problems – Applications and Decisions (74-232)
Odette School of Business, University of Windsor
II. Short Cycle
Key person and his / her position in the organization: Kate Hoedebeck, director of marketing for Hawaiian Punch at Cadbury Schweppes Americas Beverages.
Key issue: To prepare the 2005 Hawaiian Punch business marketing plan and coordinate the newly consolidated version of the three companies.
Sub issues:
1. How will they increase market share? They already are the number 1 fruit punch drink sold in the U.S.
2. How will two distinct manufacturing, sales, and distribution networks to stock and sever an identical beverage for the same customers fare?
3. Determining the roles each will play in sales, profitability, and equity of the Hawaiian punch brand.
4. Will Cadbury Schweppes restructure for growth take focus away from maintain market leadership?
5. Can they achieve sales need to capture an attractive profit margin?
6. What are the potential competitor reactions?
Why now? The 2005 business marketing plan is one of the key factors to ensure successful growth with the newly consolidated corporations. We are currently towards the end of 2004.
By when must the key person make this decision? (Include your reason for this time frame) To allow sufficient time for the plan to be properly implemented, Hoedebeck should have it complete by September 1st, 2004.
Stakes: what does the...

...drinks are second with 33.7% shares. Single-served packages the typically contain 20 ounces account for 75% sales. Juice drinks are commonly bought from the soft drink aisle. 15% of the volume in the juice isle is due to the single-served packages. Supermarkets consisted of 53% of sales, while trade sales held 18% based on volume.
2) Comparing exclusive juice drink and soft drink aisle buying behavior for Hawaiian Punch.
Research found that 14% of punch buyings bought their juice from both the soft drinks aisle and the fruit drink aisle. While 20% of Hawaiian punch juice aisle buyers and 34% of Hawaiian punch buyers shop both of the supermarket aisles. Also, bot aisles are shopped predominately by homes with children that are younger than 18. In contrast, the juice drink aisle was shopped more by families who have children 6-17 years old. Shopping for Hawaiian punch also differed from the region. Soft drink aisle shoppers were in the western and central states while juice drink aisles were from the eastern and southern states. Most importantly, 77% of Hawaiian punch buyers purchased only one package size.
Who are the buyers? mostly families with children 7-12 years old.
How do they buy? supermarket
Where do they buy? juice drink aisle.
What do they buy? single-serve containers
3) How do the finished goods and direct-store networks differ from each other?
With the dsd...

...Background of the company chosen:
Hawaiian Punch is a well-known brand of fruit punch drinks owned by Dr. Pepper Snapple Group, Inc. (DPS). The company experienced several ownership handovers and some of the most recent ones include Procter & Gamble sold Hawaiian Punch to Cadbury Schweppes in 1999, and Dr. Pepper Snapple was spun off from Cadbury Schweppes in 2008.
The Current Situation of the Company:
The main source of our study comes from an intensive case study that illustrates Hawaiian Punch’s “Go-to-Market Strategy” decision option, faced by the company’s Marketing Director Kate Hoedebeck during the time span from year 2004 to 2005. As the number one fruit punch drink sold in the United States, Hawaiian punch enjoyed its continuous success. Its goals are very much aligned with the customers’ needs, in the long-term it aims to maintain its competitiveness through high customer satisfaction, extensive product development, easy accessibility and better profits attainable for retailers to stock and sell. In terms of its strengths, it has already become Cadbury Schweppes’ fourth largest brand by volume. Since the acquisition of Hawaiian Punch by Cadbury Schweppes from Procter & Gamble in 1999, the company had employed two distinct and separate manufacturing, sales and distribution networks to stock and serve identical or similar beverages for the same retail customer. This dual...

...Punch of Society
“Autograph!”
“I love you so”
“Autograph on my arm please”
“I can’t believe I’m seeing him in real” A girl shrieked and fainted. Ambulances were already there to give treatment to the fainted fans.
He had just come out of Abu Dhabi Grand Prix. He had been there practicing for the final race taking place the next day when he was surrounded by his fans. At that moment he felt like what Satan had felt for himself. Arrogance! He used to feel that whenever his fans strived to have his close look. “Everyone wants me” He was thinking to himself proudly. “This world is incomplete without me.” He was going deeper and deeper in Arrogance Ocean. “My fans will even die for me!”
Dawd’s name didn’t need any introduction in his country. He was the number one Formula Race Driver and so intimate in public. Fast as wind… No! Faster than the Wind! He was handsome with till neck golden curls and light goatee. He was above 6 feet tall. No kidding! Girls really used to faint seeing their favorite personality in front of them. He was the brand ambassador of many international companies. His lived in huge mansion in Glasgow. He had latest Veyron Bugatti, Ferrari and Lamborghini in his sports cars collection. He used to give importance to the taste-of-the state in his every action. Leave alone dressing, styling or talking but even in his faith! He used to offer salah sometimes at home. But whenever he was out, he missed them. Thinking, ‘what will the...

...Hawaiian Punch is the leading brand of fruit drink brands in the United States and has a long history of satisfying customers. The Hawaiian Punch brand traces its roots back to the 1930’s when it was developed as tropical-tasting syrup for ice cream and later sold as a drink. The brand has been owned by several different companies over the years and was recently purchased by the Cadbury Schweppes Company from Procter and Gamble Corporation. HawaiianPunch joined the Dr. Pepper-Seven UP Inc. bottling network, which is the third largest carbonated soft drink bottler in the United States. This allowed the brand to be distributed in the soft drink aisle of the supermarket. The brand is unique in that it is sold in two different sections of the supermarket: the juice aisle as well as the carbonated soft drink aisle.
Kate Hoedebeck, Director of Marketing at Cadbury Schweppes American Beverages, has been assigned to the Hawaiian Punch Brand. She and her team, who are new to the Hawaiian Punch brand, must develop a marketing plan for the upcoming year. The team must review and determine what the marketing plan will be for the coming year that will enable the company to increase Hawaiian Punch brand sales, continue the brand margins, and maintain the high brand equity that Hawaiian Punch has. The team has a large constraint of not being able to change the selling price and...